Marketing on Facebook is about more than just having a large fan base. With all the time you spend posting your latest company news and offerings to your page, you need to see the benefits of having those fans become actual customers.
Do your fans interact with and respond positively to your posts? Are you able to identify who of your faithful followers would make new prospects? What are you really doing with them? To get the most out of your Facebook page, you need to not only increase your reach, but also turn fans into leads and nurture them from prospects into paying customers.
Step 1: Create a Facebook Marketing Plan
The first step to efficiently gain qualified leads and customers through Facebook is to identify your goals and develop a strategy. Follow these steps to determine the best plan for your business:
Quantify Your Goals
Set some numbers you aim to reach. Use your current Facebook analytics to determine not only number of fans, but also your goal target clickthrough, prospect to lead, and lead to customer conversion rates. Having set numbers will allow you to easily analyze your results.
Review Your Buyer Personas
In order to increase your number of customers through Facebook, you need to be reaching the right audience. Study up on who your ideal audience is and the best ways to target them. To help you get started, download our free Customer Persona Development Worksheet.
Create a Unified Campaign
What you do on Facebook should go hand-in-hand with the rest of your marketing in order to maintain a cohesive brand image that resonates well with your audience. Make sure what you post on Facebook is integrated into the rest of your marketing efforts.
Step 2: Increase Your Facebook Reach
In order to generate more customers through Facebook you need to increase the number of people you can reach through the social media site. Here are some things to keep in mind when working to increase your number of Facebook fans:
According to Bit.ly, the half-life of a Facebook post is only 3.2 hours. Posting frequently will ensure that more people are seeing your message.
Create High Quality Content
Don’t sacrifice quality just to increase your post frequency. People want relevant and useful information that is pertinent to your industry, so stop the spam.
Post at the Optimal Time
Study previous Facebook analytics to see when your posts have the most interactions and highest clickthrough-rates. This will vary by industry.
People often skim their Facebook newsfeed or a company Facebook page. Use infographics, memes, photos and other attention-grabbing visuals to make your content stand out.
Step 3: Create a Content Calendar
Creating high quality Facebooks posts and offers requires time that you may not have. To help keep you organized and up-to-date, create a content calendar. Your social media content calendar should include the topic you want to post and when you want to post it to Facebook. Use a social media publishing tool, like Hootsuite or Hubspot, or even Facebook's built-in schedule posts feature, to automate your posts. This will ensure you are publishing a consistent flow of content, even when you’re at your busiest. (Download a simple content calendar that we use to help you get started.)
Your content calendar should include everything from specific offers to industry information you want to share with your fans. Don’t forget to schedule posts that promote your latest blog content. Your goal should be to publish diverse content as frequently as possible without sacrificing quality. This way you can focus your daily efforts on working leads, interacting with fans, creating new posts, and monitoring your analytics.
When used effectively, Facebook is a great platform for increasing your ROI and helping your company grow online traffic and leads. But don’t expect immediate results. It takes time and testing to start seeing your improvements. Monitor your Facebook Insights for analytics and make adjustments to your plan until you determine the perfect formula for your business.